Search Trends in aesthetics

I wanted to start the year off by sharing some data I’ve been looking at around Google search trends and aesthetics.

There are a couple of ways in which this is really useful for aesthetic practitioners: 1) it tells you where the demand is and what it’s for, so it helps you tailor your marketing messages, gives you inspiration for content creation and organic search activity and

2) it can help you refine and laser focus any of your paid search activity, whether PPC, social or display meaning you are always optimising every pound that you spend on search.

So what is going on with these current trends?

First up Morpheus8. Searches have increased by over 4,000% year on year with over 7,000 searches in December 21 - this shows the power of the amazing PR Inmode have built and how that PR helps to raise awareness of the technology and treatment. This combined with the strength of visible results / powerful before and after images (those images of Judy Murray are all creating demand for this…)

Medical grade skincare is an unsurprising addition to the list. If you don’t have an e-commerce facility on your website, now’s the time to get one set up! Ingredient wise, the highest searches are for: Vitamin C, Facial Sunscreen, Retinol, Exfoliants, Hylauronic and Peptides.

If setting up an e-commerce store is a step too far, get talking on social about your product houses and why you love them, along with hero products and what concerns they address.

Next is Profhilo, another treatment that’s been seeing real traction in the last 12 months and a nod towards a more ‘natural’ ‘zoom ready’ glow. Search is up 124% with over 27,000 searches monthly. Also interestingly a top of page PPC bid is only £1.01 (want to know what this means? Message me!) compared to say ‘dermal fillers’ which has a £2.14 top of page bid)

Baby Botox, yet another nod to the natural movement is up over 70% (but remember you can’t run PPC / ads on prescription drugs) - so think about what you can do from an organic perspective on this, again before and afters work well, video, lofi conversations about it, seeing the treatment in action etc - it all helps drive demand.

Acid peel searches are up by over 50% and this time of year is PERFECT to be talking about the many benefits all kinds of peels can deliver, from a light freshen to a deeper resurface. Get talking on social about the different peels you have, the individual acids and what they are good for, aftercare... Your expertise can own this space

Finally, we have acne scarring, I wonder if this is a ‘zoom effect’ thing, people wanting to look as good as possible on screen. Although this is a really competitive search term, again before and afters and content around individual treatments can really help to drive the demand for this in clinic.

I hope you found that interesting! Always happy to have a no-obligation chat if you have any more questions about what this all means and how you can take advantage of it creatively and effectively!